MPMC-600 Consumer Research & Insights Spring 2023
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Georgetown University, MPS Consumer Research & Insights (MPMC-600) Spring 2023 |
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Credits: 3 Dates: January 11 – May 7, 2023 Location: Georgetown University School of Continuing Studies (SCS) utilizes the Canvas Learning Management System for the provision of online courses. As an online course, all course content will be provided and exchanged on the Canvas platform. Instructor: Rita Santelli Instructor Contact Information: Please email me through the Canvas Inbox. If you have issues with the Canvas Inbox, please contact me at rs1883@georgetown.edu Office Hours: You can contact me to set up an appointment via Canvas Inbox or www.calendly.com/ rsantelli |
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Course Description
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This course is a foundational component of the integrated marketing communications (IMC) program. The course builds student knowledge of research approaches and techniques, equipping them to keep consumer interests and needs at the center of integrated campaigns.
Students will learn how to design, interpret, and apply primary and secondary research techniques used in campaign development, execution, and evaluation. Topics include how to locate and mine existing databases and resources; best practices for designing and executing surveys, in-depth interviews, focus groups, and observational studies; and how to incorporate digital tools and emerging technologies as part of an overall research plan. Focus will be placed on how to develop meaningful insights from research to guide audience segmentation and targeting, message strategies, creative development, and channel selection. The course combines textbook learning with real-world examples and applications so that students can experience research in practice.
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Course Learning Objectives
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By the end of this course, students will be able to: . Describe how research can be used to support marketing goals and objectives. . Identify the suite of research tools and resources available to the IMC campaign planner. . Select the appropriate tools and resources for different IMC challenges. . Apply industry best practices to the design and execution of research projects. . Analyze and present data in ways that reveal meaningful consumer insights. . Convert findings into strategic recommendations to guide campaign development, . execution, and evaluation. |
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Required Materials for Purchase |
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The following book is required material for this course: Crimmins, J. C. (2016). 7 Secrets of Persuasion. New Jersey: Career Press. ISBN: 9781632650603 | $13.89 (Amazon)
Other readings are available in the Canvas course through Georgetown Library or by download as a PDF. |
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Overview of Course Structure |
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This course consists of 15 modules plus the orientation module which are taken over a 15-week term. Each module length is either one week or multiple weeks as designated in this syllabus.
First two modules are open and available to you throughout the course for your planning purposes. However, the modules and activities must be done sequentially and certain activities and assignments must be completed by certain dates. Thus the following modules will be set to open 3-7 days prior to module start date. Please do not submit work ahead of the schedule. Instead, we progress through each week as a cohort. See theWeekly Schedule sectionof this document for details. |
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Assignments |
Your course grade will be based on your completion of the following activities and assignments. You will read full details about each of them in the Canvas course. Each assignment category will be weighted according to the percentages below.
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Discussion Boards Your contributions to the discussion boards should show a clear understanding of the readings and subject at hand; apply a framework or criteria for analyzing a topic; and/or help make connections among ideas, readings, or experiences we discuss. You will also engage with the instructor and your fellow classmates in active discussions designed to enhance your own learning experience and those of your fellow classmates. Your initial post should be around 300 words and be posted by Thursday night at 11:59 PM. To receive maximum credit for your discussion board contribution, please be sure to respond to at least two of your colleagues throughout the week. Responses to colleagues are due by Sunday night at 11:59 PM and should be around 150 words. |
10% |
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Completion-Based Assignments Success in this class is dependent on active participation, and throughout the course you will be expected to engage with Canvas tools as well as external tools to complete a number of participation-based assignments. These include creative and analytical writing assignments as well as design-based assignments. |
15% |
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Personal Insight Assignment
You will select a brand or specific advertisement that speaks to you strongly and personally and write a 1-page analysis of what insights you believe this brand is tapping into as it relates to your connection. This includes breaking down the associations that brand is aiming to create/strengthen and the emotions it’s aiming to evoke. |
10% |
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Secondary Research Assignment
You will be assigned a specific client challenge and responsible for utilizing secondary research sources to gather and explore information related to your given client challenge. You will prepare and submit a brief summary (less than one page) of the situation that confronts the client’s product. The goal of this exercise is not only to become more familiar with select secondary resources, but also to gain practice distilling key findings and implications as you begin to address a marketing communication challenge. Note: The client challenges you are given for this assignment will be the basis for all assignments, as you work toward developing a research-driven campaign strategy and framework. |
15% |
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Qualitative Discussion Guide Assignment You will develop a qualitative discussion guide designed to help you explore key audience perceptions and attitudes as it relates to your client challenge. Specifically, you will be asked to develop a guide for conducting in-depth interviews. Among the primary goals of this assignment will be to help you apply what you’ve learned when it comes to asking the right questions for uncovering key insights through qualitative research. |
15% |
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Quantitative Survey Assignment You will develop a survey questionnaire designed to measure and quantify key information and insights related to your client challenge. In order to help you prepare for your final presentation, you will submit your questionnaire as a programmed survey via Qualtric |
2023-08-28